Joshua Tree Senior Living is a boutique senior living community located in the heart of Scottsdale, Arizona. Their team reached out with a clear goal: to elevate their online presence with a website that reflected the warmth, care, and sophistication of their physical space. They wanted something inviting yet elegant—offering both potential residents and their families a sense of trust and belonging.

Timeline: 4 weeks Platform: Webflow

Services Provided:

Website Strategy & Content Writing (StoryBrand-based)

Website Design & Webflow Development

On-page SEO + Meta Descriptions

Privacy Policy & Terms of Service

When Simona & Coz first connected with me, they were working from a basic starter Webflow site that didn’t reflect their boutique-level care or thoughtful community culture. The structure was unclear, the messaging generic, and the visuals didn’t speak to the target audience of seniors and their adult children.

They needed a website that:

Felt high-end, yet warm and approachable

Communicated their commitment to personalized care

Gave families peace of mind through clear, engaging content

Inspired visitors to book a tour or get in touch

I applied the StoryBrand framework to clarify the messaging and create a clear narrative: this isn’t just a place to live—it’s a place to belong. The design needed to balance emotional storytelling with conversion-friendly structure, so we led with strong, benefit-driven copy, meaningful photography prompts, and a visual style rooted in boutique hospitality.

Custom Color Palette inspired by their terracotta logo (#CB8554), paired with soft neutrals and sage tones to reflect Arizona’s natural beauty.

Typography Pairing: Satoshi Variable for a blend of elegance and clarity.

Homepage Framework: StoryBrand-driven structure with emotionally resonant headlines and clear calls to action.

Section Design: Amenities, Gallery, Dining, FAQs, and Contact were built for accessibility, ease of use, and visual warmth.

Compliance Additions: Drafted a custom Privacy Policy and Terms of Service to complete the professional polish.

The final result is a refined, modern, and emotionally engaging website that mirrors the experience of life at Joshua Tree. The site helps potential residents and families easily understand what sets the community apart and confidently take the next step.

Clear brand voice and messaging that speaks to both residents and families

A warm, cohesive visual identity rooted in boutique care and comfort

Simplified user journey with intuitive CTAs and responsive design

Bonus branded assets to help the team grow their presence

This project reminded me of the power of pairing strategic storytelling with thoughtful design. For brands rooted in care—like senior living communities, wellness retreats, or boutique medical practices—it's not just about looking good. It's about helping people feel something.

Boutique senior living & assisted living communities

Health and wellness brands with a personal touch

Local service businesses looking to elevate their online presence